Pet Tracking Solution in India

ducky Tracking Solution in IndiaGPS en qualifiedd nick in the collar c solelyed Pet Tracker, which is de foreshortened itemally to track, Identify your front-runner if it gets unconnected.1client AnalysisPets fulfill a larger role than just world a companion they ar let on of the family, and in some cases, considered as your children. For such(prenominal) owners loss of a deary becomes a traumatic set about sex as it is difficult to locate and recover a lost fondle and the whole exercise becomes a nightmare. Another problem being go about by a large add of court owners is that, while on vacation, or in their absence at ca using up, there is no right smart to keep a track on their fondles since most of the era the pets are either kept in a local anesthetic shelter or with their neighbors.Pet industry in India is a multimillion dollar industry and has freehanded to approx. $900 million with a steady double-digit growth every category (Euro Monitor, 2011).2 matc h to an estimate, in 2011, there were approximately 10 million pets in India and the flake is growing by approximately 600000 per year in the Indian pet trade. Some of the reasons for this growth smoke be attributed to the increase in pet adoption, rising incomes coupled with the increased trend for companionship, interest in owning business line and growing awareness amongst the owners to take proper care of their pets.TargetPet Owners impart be our target market. We also understand that not all pet owners exit be buying our point of intersection as such we allow for target the segment that consciously needs the preventative and security of their pets and who are looking for a solution to get a stay of consciousness in this regard. There is, however, no set season congregation that we can target, as owners of all ages would need this facility the future(a) groups of pet owners generate be our primary targetArdent pet lovers resembling Child-less and working Coup lesOwners of Pedigree dogs and high-end expensive petsPeople who already have pet neck ruff but do not have real beat bring in facilityPet Groomers and Premium pet food buyersWe get out initially target clients in the middle and high-income group living in the four major metropolitan cities such as Delhi, Mumbai, Chennai, and Calcutta in India. The estimated market size for premium pet care ingathering is well-nigh receipts Million USD 3 which includes reapings like daily hygiene, premium pet food, pet sitting, pet parties, spas and other Premium services. We are confident that our product will retract most pet lovers in this segment however, sluice if we get around 1% of the targeted customers, we should be able to make a sizeable door into the market in the first year and as the customer radical grows we will try to increase our market share in the future. We do underhand our product whitethorn not succeed or inventory owners may not keep our product and we have create a strong brand via delivering quality and amazing customer service.4(Threats).The main melody or frustrations I see for this segments areUnable to track their lost Pet.Dont have an easy and accessible one-stop solution to secure all safety and security requirements for the pet.The major gains that customer would be looking for are prevail one solution for appellative and bring in of their pets and be able to ingestion the tuition in implementr-friendly way.Get a peace of mind while on vacation, or busy at work or having a Pedigree Pet.Value Proposition / PositioningProduct The pr straits is for Pet Tracker smart phone App that works with a micro chip which will be sold with a plain collar or can be installed on any existing collar. This chip will be installed in a way that it is not easily identifiable. If compulsory it can also be implanted on to the pet, however, this method may not be acceptable to most pet lovers. The app will lay in all the information about the owner and the pet. Each pet will be allotted a unique identification number for update all information in a aimr-friendly way, and tracking the arrangement of the pet. We hope to please all pet lovers who are looking for a way to keep their pets safe and secure. See Appendix 2 5collaboration Our App will be based on GPS tracking system we will collaborate with GPS service providers like Google maps for real- time tracking.Competition Our product will have a comparative advantage over the others in the market as it will allow users to additionally track their pets. The existing collars in the market do not provide this facility. Real time tracking of pets will be the Unique selling Proposition for our product. 6Price dickens pricing solutions will be offeredIdentificationFor customers who only want to use the app and the nab and do not need tracking, the app/Collar will be sold through Apple and Google play stores at a former(prenominal) nominal charge of $100.TrackingFor customers w ho want both identification and tracking the app and the collar would be free but the customer would sign a contract for a monthly subscription of $7 or yearly subscription of $50 will be charged for tracking purposes.7DistributionWe will offer our app and chip through the following channelsPet supplies storesPet fertilisation boutiquesVets and animal sheltersOnline through our websiteMedia Based sales,, e.g. Facebook, twitter (for wide coverage)We will use various methods to determine demand through a survey of buyers intentions, other(prenominal) sales analysis and market-test method.PromotionSince we are providing a new product in this market we will aggressively promote our product through, strike and other media, physical display at vantage points, and live demonstrations at pet stores etc.Appendix -1 Customer Motivation ( arts Pains and Gains)Job to be done1 Provide safety and security for Pets2 Provides Tracking Facility and identification3 Storage of all information abou t the pet and owner.PainsHave to spend lot of time and money to look for lost petDifficult to prove the man-to-manity when pet is recovered at KennelCant keep a track of my pet when left with a pet sitter.GainsGives pet owners a peace of mind that their pet is safe and secureHelps one cerebrate on other things rather the pet during vacations or when at workEasy to track and identify the pet when it found at the local kennel or animal shelter.ProposalWe plan to introduce a GPS enabled collar called Pet Tracker which is designed specifically to track and protect a pet from getting lost. Pet Tracker is an innovative creation keeping the specific requirements of the pet owners in India and will be very useful for this coterie of pet owners. Pet Tracker will cater to all breeds of pets and will be available in multiple collar sizes and designs.Appendix -2 Customer sortMotivation Safety and security of the Pet and an assurance that the pet can be tracked real time, is the main motiva tion for a pet owner to go in for this product. The pet owners can concentrate on other grievous issues without worrying about the safety of their pets.Consideration -ThreatsIn India there are Apps that provide a collar for the identification part of our product, but do not provide for the Tracking. If our Tracking Maps are not precise and efficient, we may not be able to get customers to sign up for longer periods. We will also have to constantly up grade and fine tune our product to compete with the new entrants in the market. New and innovative schemes will be implemented to keep our true-blue customer base. Our product will have to have an edge ever over the other similar products in the market. The market threats will have to be timely identified and intelligently overcome. Our main focus would be on delivering quality and customer service so that we are able to make a brand image in the market. We have to lead the Pet Store owners via the word of mouth effect where custome rs start demanding our product and then the pet stores will be eager to put our Collar in their Shelves.EvaluationAs there are no products shortly in the market which provide tracking of pets, the challenge therefore, will be to position our product ably on the attributes which show how it can provide value addition over the existing products. The key Attribute and wildness will be on the tracking information.Appendix -3 Actions ControlsAction The close to purchase our product would be entirely based on the individual pet owners. Not all pet owners would be interested in our product. Some may just by the Collar and the Chip for identification purposes and others may buy a collar with tracking facility.Controls We will stride merchandise performance to increase efficiency of our resource allocations. As marketing costs account for a large portion of the total operating(a) cypher, setting up methods to evaluate and measure these marketing efforts will be a proper use of the busi nesss budget. The outcome of these measures will benefit us in the long run by becoming more bankable with increased sales and decrease in expenses and costs. The goal will be to sell enough units by projecting sales targets (monthly, quarterly and annually) to get to a break-even point during the first year. A large portion of the budget for advertising will be allocated during the first year of business, to ensure product survival and prepare for the possible increased competition in the following years. Continued product improvement and RD will be another important factor kept in mind.Appendix 4Break notwithstanding analysisManufacturing CostThe cost of producing a pet tracker collar (includes the chip) is pass judgment to be $35 ($1= INR70) taking into account all expenses on material, research, administrative costs.Variable Costs (VC) $15 (Promotion, Distribution etc.)Cost of product (FC) 5000* 35 = $175, 0000Overhead (staff, server, rent) = $40,000 a yearSales Price fo r the Collar and Chip (P) = $100Estimated breakeven= FC / (P-VC)= $215000/ ($100-$15) = 2550 Customers approx.This shows that we will break even if we have at least 2550 customers against the estimated 5000.Revenue GPS Tracking = 1000*$50 = $50000 a yearThe revenue is based on our ability to get 1000 customer to sign up for tracking service in the first year. This number will grow in the following years.Appendix -5 Penetration = commercialise size1 Its going to a small market = around 1% of the total customer base.2 There is no age group that we can specifically target. Pet owners of multiple age groups would use our product.3 There are some Apps already available in the market, however, these are only for identification and none of them offers a solution for tracking.4 We will continue to update our product and bring in new features to achieve and retain a number one position in the market.1 enrapture See Appendix 1 for Proposal2http//www.euromonitor.com/pet-care-in-india/report3 http//www.iiptf.com/aboutus.php? foliate=About_Fairhttp//www.petfoodindustry.com/articles/3180-indian-pet-care-market-to-reach-us-144-8-million-by-20154 enliven see threats to our product in appendix 25 Please see Appendix 2 for Customer Motivation and Threats to our Product6 Please see Appendix 3 for Controls7 Please see Break Even analysis